ACTION PLAN · NOW

NOW: action checklist · 1

  • Start with the sources of wasted spend.
  • Fix the immediate problems while we prepare the next stage.
  • Redirect spending toward the North America commercial plan.
  • Remove Display and Search Partners from the central program.
  • Pause standalone Display and remove Display expansion from Search.
  • Replace broad boosts with clearly defined buyer audiences.
ACTION PLAN · NOW

NOW: action checklist · 2

  • Use presence targeting and remove the two network options.
  • Separate the central North America budget from regional activity.
  • Read back each changed setting and monitor delivery against it.
  • Focus the central plan on North America.
  • Remove network waste and review the broad-query spend.
  • Correct the document settings and review local-time delivery.
ACTION PLAN · NOW

NOW: action checklist · 3

  • Separate brand reporting; review the non-brand terms consuming spend.
  • Reconcile the $70,000 call budget with spending since September before setting live caps.
ACTION PLAN · NEXT

NEXT: action checklist · 1

  • Produce one CRM view of paid leads, their companies and their sales status.
  • Require company fit and a relevant decision-making or technical role.
  • Review delivered titles and companies weekly against the approved buyer list.
  • Prioritize buyer targeting and measurement before adding more media.
  • Build one buyer definition, then repair each channel around it.
  • Build the account and contact list; interview sales and review sales calls.
ACTION PLAN · NEXT

NEXT: action checklist · 2

  • Support Shana’s wind-engineering initiative with evidence of performance in harsh conditions.
  • Build audience-specific ads and lead magnets using the language heard in sales calls.
  • Test conversion tracking, fix source IDs and align bidding with qualified inquiries.
  • Fix UTMs and test each ad-to-form-to-CRM journey.
  • Rebuild North America campaigns around contacts, companies and buying roles.
  • Filter commercial keywords and qualify the buyer in the ad copy.
ACTION PLAN · NEXT

NEXT: action checklist · 3

  • Check list eligibility and match volume, then launch a restricted-audience test.
  • Run a small competitor campaign with its own budget and results.
  • Keep the product foundation; test stronger messages with the right audience.
  • Optimize for relevant inquiries, accepting fewer irrelevant clicks.
  • Create branded proof ads using approved customer quotes and product facts.
  • Record an approved Nextpower customer story for the relevant buying group.
ACTION PLAN · NEXT

NEXT: action checklist · 4

  • Build focused campaign pages with a clear offer and a shorter form.
  • Shorten the form and test the complete delivery journey.
  • Build a focused technical-content page using the same clear structure.
  • Build the paid-lead report and verify it against actual form submissions.
  • Set up Fibbler for account reporting across LinkedIn and Google.
  • Review buyer fit and lead quality weekly; use pipeline evidence as it develops.
ACTION PLAN · NEXT

NEXT: action checklist · 5

  • Use the action plan to assign owners and begin the priority work.
ACTION PLAN · LATER

LATER: action checklist

  • Use won and lost deals to keep the buyer definition current.
  • Enrich opted-in leads and send the company context directly to sales.
  • Connect engagement history to contacts, opportunities and sales activity.
  • Build the shared sales and marketing feedback process for the next fiscal year.